Propagation Planning

16 Triggers that help videos Propagate

We had a great media partner come into the office this week called Unruly Media. This is the group that owns the viral video charts that are sourced in Ad Age and other industry sites. 

Here are the content triggers that they look for to test and predict the shareability of an online video. I wanted to share these with you to help create better content that will meet your propagation objectives. 

CONTENT TRIGGERS: 

1. Funny - AXE - "Wash Your Balls"

2. Hot - Agent Provocateur - "Kylie"

3. Shocking - Carlsberg - "Carlsberg and Mentos"

4. Unbelievable - Gilette - "Federer Trick Shot"

5. Controversial - Aides "Graffiti" 

6. Gleeky - Blendtec: "Will it blend - iPad?"

7. Illuminating - Google "What is Chrome?"

8. Random - Cadury's "Drumming Gorilla"

9. Cute - Evian "Roller Babies"

10. Uplifting - T-Mobile "Liverpool Street Dance"

11. Moving -Nike "Write the Future"

12. Music -Toyota "Swagger Wagon"

CONTENT AMPLIFIERS: According to Unruly these are aspects of the video likely to increase, but not kick-start, viral sharing

1. Hyper-Relevance - T-Mobile "Dance"

2. Intriguing - Tippex "Hunter Shoots a Bear"

3. Celebrity - Nike "Lebron Rise"

4. Zeitgeist - Volkswagen "The Force"

 

When Context Planning Goes Wrong

I found this image on the web and I had to save it to remind me that our powers in context planning can be used for evil. In this case somebody planned a media campaign for the insurance company Aflac and aligned this creative to appear anywhere that the language duck or ducks appear. In fact they probably use retargeting to identify people that tend to search for ducks more than others. 

Sadly this advertising ended up in a very scary place for some people... 

Emerging Behavior around People, Brands and Work [Presentation]

This is a nice presentation by Alasdair at Big Spaceship around the Emerging behavior of people, brands and the way we work.

I love the examples at the end of the deck:

Emerging behavior osu presentation

View more presentations from Alasdair Lloyd-jones

 

Facebook Innovation and the Social Consumer [Presentation]

This presentation has some good data about Facebook and how brands are using the platform.

Facebook Innovation and the Social Consumer

View more presentations from Janice Diner

 

The Buzz of SXSW [INFOGRAPHIC]

This infographic does a great job of capturing the buzz of brands and start ups at SXSW.

 

Coca-Cola Google Re:Brief Propagation Case [VIDEO]

I got a chance to play with the Coca-Cola project Re:Brief that Google did, taking classic campaigns and updating them for the digital age today. The campaign created this video, a social object for me to share with my network.

The video includes these elements:

- The users name
- The user location
- Clear Coke branding
- A video of somebody in Cape Town picking up the coke
- A thank you message from that person

These elements were important for me as a user to share it with my friends. 

  

Facebook Timeline for Business [SlideShare]

This is a good presentation from my friends at Social Fresh.

Facebook Timeline for Business

View more presentations from Social Fresh

 

Best Superbowl Ad... Not in Superbowl [VIDEO]

The NBC Brotherhood of Man commercial evidently didn't actually appear in the Superbowl but it was the best ad of the day (via Ivan Askwith). Sarah Watson, Chief Strategy Officer at BBH New York and recent import from Britain brought up a good point, "when you live outside the U.S. you think Americans are crazy to put all this effort and spectacle into the Super Bowl, but when you live here it seems so right." Well this ad only enforces that concept:

UPDATE: NBC has disabled embedding. Click here to view it: http://youtu.be/BJuAvwtmXuw

 

 

Playground Sessions Comms Plan

It's been awhile since I have blogged. I'm going to try to do this more often here and on the BBH Labs blog. When I started at BBH I was asked to be the Marketing Director on Playground Sessions, a software that BBH was building in their brand invention unit called ZAG. I created a Comms Plan that changed a few times during the course of the year but we finally executed it in November 2011 and I wanted to share it with my readers here.

The Comms Plan (including 3 comms tasks):

Prior to Launch Comms Task: Be Social 
To be social we needed to have platforms where people could follow and engage with the brand. We first set up a “Coming Soon” website using Weebly and MailChimp to capture emails. Today I would use LaunchRock which makes it even easier. We then established a User Voice account to engage the fans to help determine the types of songs that we secured from the record labels. We started our social presence and grew these communities organically over the first 10 months with Facebook (3000 Likes) and Twitter (700 Followers). It was a good start with our initial Beta testers. Our Social Media team used Sysomos and Shoutlet for monitoring, engagement and tracking.

Launch Comms Task: Be Fascinating 
This was about putting a relevant message in front of a relevant audience using the fascination triggers of Power and Prestige. We worked with Twitter to get our account verifed. The week before launch we started advertising on Google with Ad Words and Twitter with Promoted Accounts. We grew our Twitter following to over 6000 leading up to the launch date. On November 3^rd, 2011 we worked with YouTube to seed a special announcement video for David Sides fans and integrated annotations into the video. You can see that here:

 

Post Launch Comms Task: Be Famous 
On November 7^th our Clear Channel national radio campaign started which we loved from a context standpoint running on many Top 40 music formats, similar to the music in the Playground Sessions library. We kicked off our Facebook video campaign with the help of Social Envy that earned us over 125,000 qualified and targeted video views. Finally our friends at Ad.ly got Playground Sessions into the hands of celebrities and here are some of those Tweets:

 

Today we have over 13,000 Twitter Followers, over 9,000 Facebook Followers. We have had hundreds of people install the software on their computers and are excited about the future press and partnership deals that we are working on.

 

Wendy's Golden Tweet Award [Pic]

This was the most retweeted promoted tweet of 2011. The nice thing about this tweet was that it also raised $50,000 for foster children.